0
B eyo n d B ro a d c a s t , M e d i a F u t u re s C o n f e re n c e 2 0 0 9
F r i d ay 3 Ju l y 2 0 0 9 , B l o o m b e...
30 years ago the Sony Walkman was being sold for the
      first time.

      it started a revolution in portable consumer ...
2 years ago the iPhone was being sold for the first time

      exactly a year ago, 10 July 2008, the Appstore opened



.....
ecology
     http://images3.realestate.co.nz/edi/genilnk001/photos/L11008-1.jpg
culture
 habit
 value
SUPERLATIVES
Both Apple and the Media have been communicating
           about Apple in superlatives ...
1,000 songs
   in your pocket
600 million
copies of iTunes jukebox installed
$ 0.99
 Cost per song
6 Billion
 Songs downloaded
 since April 28 2003
21,170,000
 number of iPhones sold
        to date
1,000,000
 number of iPhones sold
 weekend 19th June 2009
1 Billion
Applications downloaded
What is ONE million
     iPhones?

one iPhone is 13mm
         =
 13 km high stack
twenty million iPhones?
           =
       260 km
           =
  London - Machester
What is ONE Billion ?

  one Pound coin
   is 3 mm thick
         =
      3000 km
         =
  beyond Moscow
YOU
              Who owns an iPod ?

             Who owns an iPhone ?

    Who has paid more than £ 5 for an App ?

Who ...
Me
 How’s the market place, especially retail changing ?

How does this affect public places like the High Street ?

  Cha...
retail
2003
A typical design brief
please design us an iPod !
iPod UI everywhere
iPod UI everywhere
Are you sure ...?
A typical design brief

     2008
please design us an iPhone !
as designers we need to
 increasingly understand
     business models
and how these are part of
     a culture of use.
what IS iTunes ?
seamlessly integrated

ecology
seamlessly integrated ?




     2000 iRiver iMP-100
CD ripping application
application   compression technology
              file and play list management
              inter...
CD ripping application
application    compression technology
               file and play list management
               in...
CD ripping application
application    compression technology
               file and play list management
Jan 2001       in...
looking back
$6125
                                                PC retail prices

 3000     $3045    1981 IBM personal computer


  ...
PC retail prices

 3000




 2000




                               $1199 iMac
1000



 100


        1980            199...
PC retail prices

 3000




 2000




1000

                                             $600 iPhone
 100


        1980  ...
centralized
             utility computer

  Personal
Computing                  Digital Hub

             distributed
   ...
iMovie

Digital Hub
iMovie
            2000
                   Digital Hub




The Napster surprise
iMovie




iTunes
iMovie




iTunes




iPhoto
consumers are increasingly
  encouraged to become
     media creators
culture
WHAT
media has changed from creating content
WHAT
media has changed from creating content




HOW   to enabling consumption
<social objects>
<social objects>
<social objects>
<social objects>
identity + expression



social object
music + friends




sharing music
        http://misspinkslip.files.wordpress.com/2009/06/mixtape.jpg
building on existing behaviours
-> shared playlists   -> gifting
music + running




introducing new technology behaviours
   -> social networking -> retail
iPod + customization
   iPods accessoires
        Loudspeakers




    lifestyle
lifestyle
    http://www.lovegroverepucci.com/collection-concerto-table.htm
how many
features does
 the iPhone
    have ?
enabling
lifestyles
habit
iTunes
a central media experience

   seamless integration
iTunes
a central media experience




      device manager
iTunes
a central media experience




   coverflow interface
iTunes
a central media experience




internet browser & online store
iTunes
a central media experience




   recommendation genius
iTunes
a central media experience




   Apple Stores | iPod Bar
iTunes
a central media experience




 iTV & home entertainment
75%
 of all new cars
come with iPod
  connectivity
iPod Shuffle

1000 songs

1 button




simplicity through reduction
value
59,132
number of apps in appstore to date
...value?
B2B
http://www.mobclix.com/
apps in the appstore
apps in the appstore

FREE 23%

           77% PAID
apps downloaded



      5-10%
apps downloaded

FREE

         5-10% PAID
units sold

             Blockbuster effect




                          rank
units sold

             Blockbuster effect




                          rank
App usage patterns




      http://www.appvee.com/blog/2009/04/the-most-comprehensive-iphone-app-sales-figures/
mental models
what is more valuable?
 access vs ownership

   http://arstechnica.com/microsoft/
 news/2009/05/microsofts-next-apple-
  p...
customer perception of value

   OWN                    USE
 how much can one
 own and consume ?
                     PAY ...
user behaviour will change

 OWN            USE
   Bandwidth
   AccessibilitySubscribe
         PAY per USE


      Trust
...
user behaviour will change

 OWN                   USE
or is there an underlying
              PAY per USE
cultural believ...
NIN Nine Inch Nails
NIN Nine Inch Nails
        music + game

  TapTap
         TapTap
         revenge
         downloaded by a third of
    ...
NIN Nine Inch Nails
               music + socialnetwork

•   Blog updates and event news
•   stream music
•   download ph...
closed
vertical integration
                       ecology
ecology


vertical integration
                       regulated
closed


                       media platform
next time you:

 
 
 
 commission a project

 
 
 
 seek funding

 
 
 
 build an application or service


ask yourself:
 ...
AppWall


http://www.youtube.com/watch?v=ThTi4nPecNs
digital wellbeing labs




                                                     ag @ digitalwellbeinglabs . com



We tune...
Sources:
de-coding-iphone-3g-advertising-from-o2-in-the-observer <http://www.gomonews.com/de-coding-iphone-3g-advertising-...
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
iTunes Ecology; a Media Futures case study
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iTunes Ecology; a Media Futures case study

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presentation - Viable Futures: Apple iTunes media case study
The Media Futures Conference 2009
Friday 3 July at the Bloomberg Auditorium, London

Published in: Business, Economy & Finance
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  • free download here link 100% working:https://app.box.com/s/olzwnk240vfm2ir8yfdw
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Get Free iTunes Codes Here:
    www.iTuneCodeGenerator.com
    Only this method is working!
       Reply 
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Transcript of "iTunes Ecology; a Media Futures case study"

  1. 1. B eyo n d B ro a d c a s t , M e d i a F u t u re s C o n f e re n c e 2 0 0 9 F r i d ay 3 Ju l y 2 0 0 9 , B l o o m b e r g A u d i t o r i u m , L o n d o n viable futures th e i Tu n e s ( media) ecolog y Alexander Grünsteidl a g @ d i g i t a lwe l l b e i n g l a b s . c o m
  2. 2. 30 years ago the Sony Walkman was being sold for the first time. it started a revolution in portable consumer electronics profoundly changing the way we listen to music. ... 1979 1980 1990 2000 2009 ...
  3. 3. 2 years ago the iPhone was being sold for the first time exactly a year ago, 10 July 2008, the Appstore opened ... 1979 1980 1990 2000 2007 2008 2009 ...
  4. 4. ecology http://images3.realestate.co.nz/edi/genilnk001/photos/L11008-1.jpg
  5. 5. culture habit value
  6. 6. SUPERLATIVES Both Apple and the Media have been communicating about Apple in superlatives ...
  7. 7. 1,000 songs in your pocket
  8. 8. 600 million copies of iTunes jukebox installed
  9. 9. $ 0.99 Cost per song
  10. 10. 6 Billion Songs downloaded since April 28 2003
  11. 11. 21,170,000 number of iPhones sold to date
  12. 12. 1,000,000 number of iPhones sold weekend 19th June 2009
  13. 13. 1 Billion Applications downloaded
  14. 14. What is ONE million iPhones? one iPhone is 13mm = 13 km high stack
  15. 15. twenty million iPhones? = 260 km = London - Machester
  16. 16. What is ONE Billion ? one Pound coin is 3 mm thick = 3000 km = beyond Moscow
  17. 17. YOU Who owns an iPod ? Who owns an iPhone ? Who has paid more than £ 5 for an App ? Who has recommended an iPhone app to a friend ? Have you read a bookon a portable device ?
  18. 18. Me How’s the market place, especially retail changing ? How does this affect public places like the High Street ? Changing business models in demand - supply and value of discovery and recommendation ?
  19. 19. retail
  20. 20. 2003 A typical design brief
  21. 21. please design us an iPod !
  22. 22. iPod UI everywhere
  23. 23. iPod UI everywhere
  24. 24. Are you sure ...?
  25. 25. A typical design brief 2008
  26. 26. please design us an iPhone !
  27. 27. as designers we need to increasingly understand business models and how these are part of a culture of use.
  28. 28. what IS iTunes ?
  29. 29. seamlessly integrated ecology
  30. 30. seamlessly integrated ? 2000 iRiver iMP-100
  31. 31. CD ripping application application compression technology file and play list management internet browser network sharing Genius recommendation engine device and iPod synchronization cd burning internet radio stations
  32. 32. CD ripping application application compression technology file and play list management internet browser network sharing Genius recommendation engine device and iPod synchronization cd burning internet radio stations online store DRM copyright management seamless integrated webstore per song sales model, one click purchase podcasts movie rentals
  33. 33. CD ripping application application compression technology file and play list management Jan 2001 internet browser network sharing Genius recommendation engine device and iPod synchronization cd burning internet radio stations online store DRM copyright management seamless integrated webstore 2003 per song sales model, one click purchase podcasts movie rentals iPod family player hardware, massive storage Oct 2001 simple integrated UI design retrieval interface sexy product design exquisite materials
  34. 34. looking back
  35. 35. $6125 PC retail prices 3000 $3045 1981 IBM personal computer $2495 macintosh 2000 1000 100 1980 1990 2000 2010 ... professional consumer
  36. 36. PC retail prices 3000 2000 $1199 iMac 1000 100 1980 1990 1997 2000 2010 ... professional consumer
  37. 37. PC retail prices 3000 2000 1000 $600 iPhone 100 1980 1990 1997 2000 2007 2010 ... professional consumer $199 contract
  38. 38. centralized utility computer Personal Computing Digital Hub distributed computing
  39. 39. iMovie Digital Hub
  40. 40. iMovie 2000 Digital Hub The Napster surprise
  41. 41. iMovie iTunes
  42. 42. iMovie iTunes iPhoto
  43. 43. consumers are increasingly encouraged to become media creators
  44. 44. culture
  45. 45. WHAT media has changed from creating content
  46. 46. WHAT media has changed from creating content HOW to enabling consumption
  47. 47. <social objects>
  48. 48. <social objects>
  49. 49. <social objects>
  50. 50. <social objects>
  51. 51. identity + expression social object
  52. 52. music + friends sharing music http://misspinkslip.files.wordpress.com/2009/06/mixtape.jpg
  53. 53. building on existing behaviours -> shared playlists -> gifting
  54. 54. music + running introducing new technology behaviours -> social networking -> retail
  55. 55. iPod + customization iPods accessoires Loudspeakers lifestyle
  56. 56. lifestyle http://www.lovegroverepucci.com/collection-concerto-table.htm
  57. 57. how many features does the iPhone have ?
  58. 58. enabling lifestyles
  59. 59. habit
  60. 60. iTunes a central media experience seamless integration
  61. 61. iTunes a central media experience device manager
  62. 62. iTunes a central media experience coverflow interface
  63. 63. iTunes a central media experience internet browser & online store
  64. 64. iTunes a central media experience recommendation genius
  65. 65. iTunes a central media experience Apple Stores | iPod Bar
  66. 66. iTunes a central media experience iTV & home entertainment
  67. 67. 75% of all new cars come with iPod connectivity
  68. 68. iPod Shuffle 1000 songs 1 button simplicity through reduction
  69. 69. value
  70. 70. 59,132 number of apps in appstore to date
  71. 71. ...value?
  72. 72. B2B
  73. 73. http://www.mobclix.com/
  74. 74. apps in the appstore
  75. 75. apps in the appstore FREE 23% 77% PAID
  76. 76. apps downloaded 5-10%
  77. 77. apps downloaded FREE 5-10% PAID
  78. 78. units sold Blockbuster effect rank
  79. 79. units sold Blockbuster effect rank
  80. 80. App usage patterns http://www.appvee.com/blog/2009/04/the-most-comprehensive-iphone-app-sales-figures/
  81. 81. mental models
  82. 82. what is more valuable? access vs ownership http://arstechnica.com/microsoft/ news/2009/05/microsofts-next-apple- price-attack-zune-pass-vs-itunes.ars
  83. 83. customer perception of value OWN USE how much can one own and consume ? PAY per USE Subscribe ? ? rental
  84. 84. user behaviour will change OWN USE Bandwidth AccessibilitySubscribe PAY per USE Trust rental Customization
  85. 85. user behaviour will change OWN USE or is there an underlying PAY per USE cultural believe around Subscribe rental ownership ?
  86. 86. NIN Nine Inch Nails
  87. 87. NIN Nine Inch Nails music + game TapTap TapTap revenge downloaded by a third of iPhone users Free $ 5.00
  88. 88. NIN Nine Inch Nails music + socialnetwork • Blog updates and event news • stream music • download photos • upload their own remixes • multiple conversations with strangers at gigs, • locate other NIN fans in their vicinity Free
  89. 89. closed vertical integration ecology
  90. 90. ecology vertical integration regulated closed media platform
  91. 91. next time you: commission a project seek funding build an application or service ask yourself: 1. How does it relate to other elements in the ecology ? 2. Does a combination of existing elements enable new consumption behaviours ? 3. Can it become a new platform for an innovative culture of use ?
  92. 92. AppWall http://www.youtube.com/watch?v=ThTi4nPecNs
  93. 93. digital wellbeing labs ag @ digitalwellbeinglabs . com We tune technology to create harmony in your life. www . digitalwellbeinglabs . com
  94. 94. Sources: de-coding-iphone-3g-advertising-from-o2-in-the-observer <http://www.gomonews.com/de-coding-iphone-3g-advertising-from-o2-in-the-observer/> 50_of_2007_model_cars_sport_ipod_integration <http://www.metrics2.com/blog/2006/12/20/50_of_2007_model_cars_sport_ipod_integration.html> iPhone-appstore-secrets-pinch-media <http://www.slideshare.net/pinchmedia/iphone-appstore-secrets-pinch-media> longterm-usage-of-iphone-apps-is-only-one-percent-of-total-downloads <http://www.pocketpicks.co.uk/latest/index.php/2009/05/05/longterm-usage-of- iphone-apps-is-only-one-percent-of-total-downloads/> Bands Bypass iTunes With iPhone Apps <http://apple.slashdot.org/article.pl?sid=09/02/20/2059233> Bands-bypass-itunes-by-streaming-music-through-iphone-apps <http://arstechnica.com/apple/news/2009/02/bands-bypass-itunes-by-streaming- music-through-iphone-apps.ars> Apple’s Cool Matrix-Style App Wall <http://www.techcrunch.com/2009/06/08/apples-cool-matrix-style-app-wall/> 148Apps.biz | Apple iTunes App Store Metrics, Statistics and Numbers for iPhone Apps<http://148apps.biz/app-store-metrics/> CES: Analyzing the iTunes usage statistics - 1/10/2007 12:04:00 PM - EDN<http://www.edn.com/article/CA6406501.html> BBC - Newsbeat - Technology - Apple takes on 'old school' Nintendo<http://news.bbc.co.uk/newsbeat/hi/technology/newsid_7724000/7724366.stm> Timeline of Apple products - Wikipedia, the free encyclopedia<http://en.wikipedia.org/wiki/Timeline_of_Apple_products> What's the future of iTunes? - By Ivan Askwith - Slate Magazine <http://www.slate.com/id/2176117> Could the future of iTunes be digital software downloads? | Webware - CNET<http://news.cnet.com/8301-17939_109-9852097-2.html> Apple iPhone 3.0 Update: the Good, the Bad and the Still Missing | Analysis | iPodObserver<http://www.ipodobserver.com/ipo/article/ apple_iphone_3.0_update_the_good_the_bad_and_the_still_missing/> About Those iPhone App Store Revenue Numbers<http://www.techcrunch.com/2009/05/14/about-those-iphone-app-store-numbers/> App Store Rank-to-Sales Revealed<http://www.joelcomm.com/app_store_ranktosales_revealed.html> sales data GeoLogTag news<http://www.galarina.eu/GeoLogTag/News/Entries/ 2009/2/5_Sales_figures_from_the_dark_dungeons_of_the_App_Store.html> Forrester Research: Epic Terror of iTunes and Apple TV<http://www.roughlydrafted.com/RD/RDM.Tech.Q2.07/51A2CED5- D5C7-4053-9D3E-2A50A09F55DA.html> Longterm usage of iPhone apps is only one percent of total downloads | // Pocket Picks //<http://www.pocketpicks.co.uk/latest/index.php/2009/05/05/ longterm-usage-of-iphone-apps-is-only-one-percent-of-total-downloads/>
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